VML Pierces Through Color Blindness For Tennessee Tourism

Fall foliage travel is a billion-dollar industry in America. And while Tennessee has some of the most beautiful fall scenery in the country, every other state is making the same claim. So how does Tennessee stand out? There are roughly 280 million people in the world who are red-green color deficient, which means they’ve never truly seen what fall looks like. One in 12 American men experiences some form of color blindness, a condition that affects nearly five percent of American women, too.

So for its client the Tennessee Department of Tourist Development, ad agency VML created the first scenic viewers outfitted with specialty lenses designed to help alleviate red-green color blindness so that people who have never seen the true colors of fall, can experience them for the first time.

This short film captures color blind people seeing the natural beauty of Tennessee for the first time. Directing the Color Blindness Viewer short, running on TV and online, was Chusy Jardine of Plan A Films.